A new campaign for the Toyota Venza by Saatchi & Saatchi LA shows active Baby Boomer parents embracing their new-found freedom with adventurous hobbies and pursuits while their Millennial children worry about the their parents’ presumably lackluster social lives. The humor behind the concept is that a self-centered Generation Y doesn’t realize that the nest they left behind is only empty because their parents are out having the time of their lives. The series is grounded in findings from Saatchi LA’s consumer insights research, that revealed that active boomers are: buying things that bring them self-fulfillment; exploring interests that promote personal growth and evolution in the interest of staying young, flexible and relevant; and adopting and using new media, and feeling empowered by new technologies. The five spots (shown “Cross Country”) present an ageless, inspired approach to life.
Falk Harrison collaborated with The Firecracker Press to create this limited-issue exhibit book.